Think those annoying pre show commercials are a recent addition to the movie going experience? Well, here is a 1947 trade publication advertisement for the Movie Advertising Bureau, promoting the benefits of running sixty to eighty second spots in movie theatres. Yes, even in the “good old days”, there were television style commercials, hawking everything from Ford’s latest automobile to do-it-yourself fabric dying with RIT.
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This week, the National Association of Theatre Owners (NATO) convenes in Las Vegas for the organization’s yearly meeting/trade show/schmooze fest, Cinema Con. Eighty-two years ago, one of NATO’s predecessors, The Motion Picture Theatre Owners of America, came together at Grauman’s Egyptian Theatre, for the day’s premiere industry convention.
While separated by some nine decades, there stands an interesting parallel between the two conventions. Back in 1931, the exhibition industry had reached a point of finality in the conversion from silent pictures to “talkies”; sound was no longer a burgeoning technology or novelty, but a necessity for survival. Move forward to 2013 and the industry has once again reached a technological gate, with digital projection. Be it at Grauman’s Egyptian in 1931 or Caesar’s Palace in 2013, the conventions mark a similar “last chance” ultimatum for those exhibitors who hadn’t/haven’t changed with the times.
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The celebrity prints immortalized at Grauman’s Chinese have been a Hollywood landmark and “must see” tourist stop for nearly a century. However, unbeknownst to most, the Chinese isn’t the only theatre in Hollywood where notables have left their mark in concrete. A little over a mile away, there stands another collection of forecourt prints, which receive far less attention and definitely aren’t featured on any Starline tour schedule.
Down on Santa Monica Boulevard, between Genesee and Spaulding Avenues, sits a rather non descript structure with a history a bit more “colorful” than that of its’ cross town counterpart. Opened in 1940, as the Monica, this theatre had a somewhat traditional early run, as a mainstream neighborhood cinema and art house. Then, in February of 1970, the Monica’s legacy was forever changed, as the venue became Vincent Miranda’s flagship location for his Pussycat Theatres chain.
Rebranded the West Hollywood Pussycat (aka Monica Cat), the theatre arguably turned in to the most infamous cinema in Los Angeles. During the heyday of “porno chic”, this was where celebrities went to see “dirty movies”, where “Deep Throat” screened for nearly a decade, where city hall chose to target their highly publicized war on porn, and where the adult film industry held their own world premieres, complete with hand print ceremonies.
The days of adult premiers, national publicity, and sellout crowds have long since vanished for the Monica. Renamed the Tomkat, then Studs, the theatre now caters to a gay audience and maintains a much lower profile. However, the concrete markers of an era passed remain. Much like Grauman’s, one can still place their palms in those of the stars; only, at this place, it’s John Holmes and Linda Lovelace, rather than Clark Gable and Marilyn Monroe.
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Today’s unique picture captures Grauman’s Chinese Theatre doorman (circa 1949), Joseph Lockard Martin Jr.
Better known by his stage name, Lock Martin, the 7’1” – 7’7” (accounts vary on his height) actor worked in various public relations/promotional roles and appeared in a handful of movies, before being hired as Grauman’s doorman in the late 1940’s; his highly visible presence at the Chinese Theatre eventually brought Mr. Martin his signature role, as Gort, in the film “The Day the Earth Stood Still”. Capitalizing on his notoriety, Lock Martin had a run with Spike Jones and his City Slickers, before moving on to host a children’s television show in the 1950’s, as “The Gentle Giant”.
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In roughly a month (12/14), movie going will experience what could prove to be the “next big thing”, as “The Hobbit: An Unexpected Journey” is shown in high frame rate, at select theatres. For those unfamiliar with high frame rate; this advancement involves a movie being shot and playing at forty-eight frames per second, as opposed to the traditional twenty-four, the end result being a higher definition picture. While that may not sound like a game changer, the visual difference between 24fps and 48fps is quite dramatic. I had the opportunity to see some clips of “The Hobbit” in 48fps this past year and the picture quality was startling (almost too real).
Being a cutting edge technology, only 400 to 450 screens will be showing “The Hobbit” in 48fps domestically. Fortunately, Orange County will be well represented in this limited roll out, with six locations already on board (likely more to be announced soon):
Edwards Aliso Viejo Stadium 20
Regal Foothill Towne Center Stadium 22
Century Huntington Beach Bella Terra 20
Whether this technology is the future of movies or not remains a matter of great debate, but high frame rate is definitely worth checking out. A new era for movies or just another dead end gimmick? Find out for yourself on 12/14.
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Earlier this month, the inevitable came to pass, as the Edwards Tustin Marketplace 6 closed after twenty-two years of service. Opened in the Summer of 1990, the Tustin 6 was once part of a highly popular entertainment hub, featuring Tower Records and Bookstar. However, the theatre’s glory days proved short lived, with the construction of the Edwards Marketplace Stadium 10 (across the street) in 1999 and the closure of both Tower and Bookstar.
Serving as a slightly discounted mid run house during its’ last decade, there was a glimmer of hope for the venue a year ago, when digital projection was added; but, the upgrade ultimately proved fruitless, as the theatre continued to experience dismal attendance. Closing down on 10/7/12, the second floor unit now sits empty.
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This weekend kicked off the third annual OC Film Fiesta in historic downtown Santa Ana; a celebration of music, food, and film, which will continue through the next two weekends. Of particular note, the Yost will be hosting the documentary “Brilliant Soil” on 9/16; offering up the rare opportunity to view a movie in Orange County’s oldest standing theatre (the recently remodeled Yost is almost exclusively a live venue these days). For more information, visit OC Film Fiesta.
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Today’s picture, from a 1978 edition of Box Office Magazine, captures that dark time when exhibitors felt compelled to “economically” plex their single screen holdings. One hates to even contemplate how many formerly grand auditoriums were hacked up with “TWINNING, TRIPLEXING, or QUADING” after this advertisement ran.
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Time was, today marked the start of “National Relaxation Week” and the opportunity for theatres to advertise their relaxing amenities.
Holding true to the fast paced lifestyles and short attention spans of today, “National Relaxation Week” has been whittled down to “National Relaxation Day” (recognized on August 15).
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This month marked the forty-fifth anniversary of the long gone Fountain Valley Drive In.
While grand opening boasts of “world’s largest” and “most spectacular” were typically exaggerated exhibitor hype (check out the Westminister 4 for a humorous example), Fountain Valley truly lived up to the marketing spin.
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